Marketing Research: The Questionnaire and Research Process

Purpose of Assignment
The purpose of this assignment is to place students in the active role of a marketing manager with a problem threatening the organization’s survival. Students will respond to a specific scenario that requires them to address the concepts both critically and creatively to solve the scenario’s dilemma.
Assignment Steps
Resources: Marketing: Ch. 3: pg. 72-92; Ch. 8: pg. 207-227
Choose a company whose products you are familiar to use as the example for this exercise.
Must be a real company.
Design a mock up (sample) survey to gain primary data about your market.
Choose the method you will use for your survey. (i.e. pamphlet, telemarketing, focus group, internet, etc.)
Use six different types of questions that covers people’s attitudes, demographics, behaviors, and preferences. Please refer to Chapter 8 and the Wendy’s examples as well as week 1’s lecture.
If you chose a pamphlet or focus group, use Microsoft Publisher, Word, or Adobe Photo Shop in order to design a pamphlet, double sided card, or worksheet. Attach it as a pdf file.
If you chose an internet survey, use Survey Monkey. You can include those questions in the paper or on a separate pdf.
If you chose telemarketing, provide a script.
Write a 500 to 700 word essay
Explain the type of research you are doing, the method you chose, and reason behind each question you asked and why you chose those specific style of questions.
Cite a minimum of two peer-reviewed sources with at least one coming from the textbook.

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